2011 R&A Round Table PowerPoint

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This is the 2011 R&A Round Table presentation that focused 100% on social media. It was a great event and a lot of great education was passed along.

This is the 2011 R&A Round Table presentation that focused 100% on social media. It was a great event and a lot of great education was passed along.

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  • You created your Facebook Fan Page. Now what? There are no doubt a lot of questions about what strategies are best regarding brand identity, customer interests, and fan growth. How can you tell which strategies are most effective and work best for your brand? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps page owners analyze trends within user growth and demographics, consumption of content, and creation of content.
  • You created your Facebook Fan Page. Now what? There are no doubt a lot of questions about what strategies are best regarding brand identity, customer interests, and fan growth. How can you tell which strategies are most effective and work best for your brand? Lucky for you, Facebook has integrated, and recently updated, its own analytics tool called Facebook Insights that helps page owners analyze trends within user growth and demographics, consumption of content, and creation of content.
  • If you set up a Facebook fan page for your business and start attracting fans, you’ve got to figure out a way to keep those fans engaged. Luckily, Facebook provides a free tool to help you do just that. It’s called Facebook Insights, and it measures user exposure, actions, and behavior relating to your Social Ads and Facebook Page.
  • The number of new people who have liked your page. Month long snap shotI’ve been asked by several business owners if their numbers look good and honestly that is hard to measure since the feedback is new. Rather than deciding if your numbers right now are good or bad, instead save the emails and use the numbers as a benchmark. If you are working your social media marketing program, the numbers should steadily increase and improve week over week. Facebook provides the option of downloading the data as an Excel file or CSV file. Then, you can track whether you need to improve your fan interaction by posting more relevant information, photos, links or videos to your page. 
  • The total number of people who have like your page.
  • The number of fans who have interacted with or viewed your page or its posts. Month long snap shot.
  • The Number of times people (Fans and non-fans) have viewed a News feed story posted on your page. Month Long snap shot
  • The number of likes and comments made on News Feed stories posted by your page. Month long snap shot
  • Tellshow many new fans have been added, the number of wall posts, comments and likes this week, as well as the number of visits to the fan page this week.
  • Small Store
  • Anyone that liked George’s FB page by Wednesday 1/6 would be entered into win a $100 gift card.
  • Small Store
  • Small Store
  • Top Right is the “When Did Liking Someone Ever Pay Off”, Bottom Left is the “Let The Savings Begin!”
  • Frist Email went out on 11/16…Weekly Active and Daily active users went to it’s highest levels. Daily Visitors almost equaled Weekly Active Users on Friday November 26th (Black Friday)

Transcript

  • 1. 2011 R&A Round Table
    Social Media 101:
    How to Profit from Social Media
  • 2. Welcome & Introduction
  • 3. Welcome & Introduction
    Introductions
    Agenda
    Takeaways
  • 4. Welcome & Introduction
    Introductions
    R&A Marketing Team
    Chad Balser, Sales Development
    Kevin Doran, Owner
    Kyle Doran, Owner
    Rick Doran, Consultant
    David Lively, Consultant
    RaffyPendery, Website Genius
    Priscilla Powers, Account Executive
    Carl Wochele, Account Executive
  • 5. Welcome & Introduction
    Agenda
    Day One:
    11:00 AM-11:15 AM
    Introduction
    11:15 AM-12:15 PM
    YOU+ME=US: Social Media 101
    12:15 PM-12:45 PM
    Round Table Breakout #1
    12:45 PM-1:30 PM
    Lunch
  • 6. Welcome & Introduction
    Agenda
    1:40 PM-2:40 PM
    Marketing Jeopardy
    2:50 PM-3:20 PM
    Round Table Breakout #2
    3:30 PM-5:00 PM
    Marketing + Facebook CAN = Sales
    5:00 PM-6:00 PM
    Break & Individual Meeting Times
  • 7. Welcome & Introduction
    Agenda
    6:00 PM-8:00 PM
    Dinner & Cocktail Hour
    Day Two
    8:00 AM-9:30 AM
    Breakfast
    9:30 AM-10:30 AM
    Round Table Breakout #3
    10:30 AM-10:45 AM
    Break
  • 8. Welcome & Introduction
    Agenda
    10:45 AM-11:30 AM
    Round Table Breakout Presentations
    11:30 AM-12:00 PM
    Question & Answer Period
  • 9. Welcome & Introduction
    Takeaways
    Fail Fast—Fail Forward
    Quantity does not always equal quality
    Quality can equal quantity
    The conversation starts NOW
    The relationship evolves LATER
    The sales begin once we figure out NOW & LATER
    Three solid ideas to jump start your social media strategy
  • 10. YOU + ME = US: SOCIAL MEIDA 101
    Where did Social Media start?
  • 11. YOU + ME = US: SOCIAL MEIDA 101
    situation
    X
    Social Media begins with…
    A
    YOU
    +
  • 12. YOU + ME = US: SOCIAL MEIDA 101
    situation
    X
    Social Media begins with…
    A
    ME
    =
  • 13. YOU + ME = US: SOCIAL MEIDA 101
    situation
    X
    Social Media begins with…
    A
    U
    S
  • 14. YOU + ME = US: SOCIAL MEIDA 101
    “Why are we trying to measure social media like a traditional channel anyway? Social media touches every facet of business and is more an extension of good business ethics.”
    --Erik Qualman
  • 15. YOU + ME = US: SOCIAL MEIDA 101
    “Social media is just a buzzword until you come up with a plan.”
    --Unknown
  • 16. YOU + ME = US: SOCIAL MEIDA 101
    “Our head of social media is the customer.”
    --McDonald’s
  • 17. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    How does this apply to business?
    SCISSORS
    PAPER
    ROCK
  • 18. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    PAPER
    PAPER
    ROCK
    SCISSORS
  • 19. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    Local Independent
    Core Competencies Include:
    Customer Service
    Limited $$$
    Relationship
    Core Focus
    Quick reaction
    SCISSORS
  • 20. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    National Store
    Core Competencies Include:
    Buying Power
    Lots of $$$
    Core Focus
    Slow reaction
    ROCK
  • 21. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    National Brand
    Core Competencies Include:
    Buying Power
    Lots of $$$ & Awareness
    Multiple Focus
    Ability to react & counteract
    PAPER
  • 22. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    PAPER
    PAPER
    ROCK
    SCISSORS
    TRADITIONAL MEDIA
  • 23. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    PAPER
    PAPER
    ROCK
    SCISSORS
    SOCIAL MEDIA
  • 24. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    How can this be?
    UNIFORMITY
  • 25. YOU + ME = US: SOCIAL MEIDA 101
    Source: John Moore, Brand Autopsy
    UNIFORMITY
  • 26. YOU + ME = US: SOCIAL MEIDA 101
    Where can you find social media?
  • 27. YOU + ME = US: SOCIAL MEIDA 101
    How long would we be here?
  • 28. YOU + ME = US: SOCIAL MEIDA 101
    This is not Social Media 900…it’s 101!
    Let’s go to the social media gateway for our introductory course
  • 29. Nielsen Reports | 2010
    Each month the average person views 1,050 pages and spends 25 hours month online
    Two-thirds of the global internet population visits social networks
    More than half of the U.S. population over age 12 have set up a social network
    Social Networks/Blogs account for one in every four and a half minutes online
    Facebook has over 600 million users
  • 30. PracticaleCommerce.com
    On average, Fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as Fans
    Fans are 28 percent more likely than non-Fans to continue using a specific brand.
    Fans are 41 percent more likely than non-Fans to recommend a product.
  • 31. Facebook Insights
    Once your Facebook page has more than 30 followers and regular activity, Facebook will automatically engage Insights to start monitoring your page’s activity and growth.
    These analytics can only be accessed by page administrators.
  • 32. Facebook Insights
  • 33. Facebook Insights
    WHAT YOU SHOULD BE
    PAYING
    ATTENTION TO
  • 34. Understanding Insights
    New Likes
  • 35. Understanding Insights
    Lifetime Likes
  • 36. Understanding Insights
    Monthly Active Users
  • 37. Understanding Insights
    Post Views
  • 38. Understanding Insights
    Post Feedback
  • 39. Understanding Insights
    Page Content Feedback
  • 40. Understanding Insights
    Weekly Email Stats
  • 41. 2011 R&A Round Table
    Social Media 101:
    How to Profit from Social Media
  • 42. Round Table Discussion #1
    Discussions
    What is the one thing you want out of social media?
    What is the best marketing concept you have ever done?
    What is your competition doing on social media?
    How long do you expect your social media strategy to take to get you ROI?
  • 43. 2011 R&A Round Table
    Social Media 101:
    How to Profit from Social Media
  • 44. Round Table Discussion #2
    Applications
    What social vehicle can you begin today with no problems?
    Which social vehicle can you begin today with lots of problems?
    What is the best media to apply to the following avenues:
    Facebook?
    Twitter?
    Blogs?
  • 45. 2011 R&A Round Table
    Social Media 101:
    How to Profit from Social Media
  • 46. Facebook Case Studies
    FACEBOOK + MARKETING
    CAN =
    S A L E S
  • 47. Case Study One
    • Single Store Operation
    • 48. R&A Customer Since 2008
    • 49. Full Line Mid-Priced Store
    • 50. Farming Community
  • Case Study One
    Starting you Facebook page and how to get Fans.
    Combining your “marketing message” with “relationship messages”.
  • 51. Starting your page and how to get Fans
    It’s not all about Fans
    It’s about engagement
    When someone clicks
    An average of 40 of their friends see it.
    Client wanted Facebook Fans
    Client wanted them Fast
  • 52. Started page in January 2011
    In four days 104 people liked George’s page
    How we advertised
    Announced on weekly radio call in show done by client.
    Also used Facebook posts and in-store signage
    Made give away time sensitive.
    This makes fans engage and share
  • 53. Combining your FB “marketing message” with FB “relationship messages”.
    Its about finding the right balance
    BUY BUY BUY
  • 54. 603 Impressions
    Its about finding the right balance
  • 55. 500 + Impressions
  • 56. 800 + Impressions
  • 57. 1st Quarter 2011
    Average 220 Monthly Active Users
    42,463 Post Views
    Average 151 Post Feedback per Month
    Demographics
    Age 25-44 make up 45 percent of page users
    80 percent of users are Female
    Total lifetime likes
    131
    By The Numbers
  • 58. Case Study Two
    Case Study Two
    • 6 Store Chain
    • 59. R&A Customer Since 1987
    • 60. Full Line Mid-Priced Store
    • 61. Diverse Market Places
  • Case Study Two
    • Talk about what matters to your Fans.
    • 62. Use the new tool “Use Facebook as your page” as a tool for your marketing.
    • 63. Don’t always talk about your business.
  • Talk about what matters to your Fans.
    They are a fan of you for a reason. Give them a reason to keep coming back.
    655 Impressions
  • 64. 700 + Impressions
    700 + Impressions
  • 65. Use the new tool “Use Facebook as Page” as a tool for your marketing.
    Great way to have a cross promotion or get your name out on other pages that people are looking at everyday.
  • 66. Notifications
    Receive notifications when people interact with your page or posts.
    Search
    Find other pages to like and comment on them as your page.
    Home
    Keep up with the other pages you've liked through a newsfeed just for your page.
    Notifications
    Home
    Using Facebook as Fan Page
    Search
  • 67. Using Facebook as Fan Page
  • 68. 750 Impressions
    Don’t always talk about your business.
    Share tips, ideas, things happening around the community.
    905 Impressions
    650 Impressions
  • 69. 1st Quarter 2011
    Average 655 Monthly Active Users
    29,598 Post View
    94,300 Visits
    Average 197 Post Feedback per Month
    Demographics
    Age 25-44 make up 66 percent of page users
    58 percent of users are Female
    39 percent of users are Male
    By The Numbers
  • 70. Case Study Three
    • 2 Stores
    • 71. R&A Customer Since 1987
    • 72. Full Line Mid-Priced Store
    • 73. Bedroom Communities of a Major Market
  • Case Study Three
    Contests
    Wall Posts
    What to post, how to post, and when to post
    Facebook Events
    Offer something to just your Facebook fans.
  • 74. Contests
    Finding the right contest that meets your marketplace and your Facebook’s marketing place.
    Decide whether you want to create Fan interaction or you just want to increase Fans.
    You have to give away something
    Remember you’re a Furniture Store
    Make it Fun
    This is great PR… So BUILD it up!
  • 75. Grand Prize: Sofa
    Contest Instructions
    Dress yourself, your family, or your kid up in a Halloween costume, take a picture and you might just win
    Month Long Contest
    Fans Decide Winner
  • 76. Promoted On Website
    Press Release
    Email Marketing
    Word of Mouth
    POP
    Sales people required to talk about it
  • 77.
  • 78. First Place
    254 Number of Votes
    79 Comments
    • 1332 Total Number of Contest Votes
    • 79. 264 Total Number of Contest Comments
    • 80. Second and Third Place both bought from Connells after contest!
    Second Place
    29 Comments
    134 Number of Votes
    Third Place
    33 Comments
    132 Number of Votes
  • 81. Grand Prize: $2,500 Gift Card
    Contest Instructions:
    Take a picture of your room, explain why you deserve a room makeover, post it on Facebook, and you could win a brand new room!
    Month Long Contest
    Fans Decide Three Finalists
    Judges Determine Winner
  • 82.
  • 83. March 2011
    Room Makeover
  • 84. March 2011
    Room Makeover
  • 85. What to Post
    Share links to interesting and relevant articles, post thought-provoking or meaningful updates, share a joke, or ask a question.
    Just keep it lively, interesting, and consistent!
    The words in updates that triggered the most “likes” and comments are: 1. Event 2. Win3. Winner4. Sale 5. Contest
    Wall Posts—When & What
  • 86. Top Post Examples
    “Success is simple. Do what's right, the right way, at the right time.” (Quote)
    505 Impressions
    “Creating a Reading Nook” (Blog)
    750 Impressions
    “We have something big to offer just for our FB Fans on Friday. Be Sure to visit our page Friday morning for this amazing offer!”
    802 Impressions
    Wall Posts—When & What
  • 87. Be sure to check you Page Post Insights to see what your fans react to the most!
    Wall Posts—When & What
  • 88. A report from Buddy Media found that the hours companies should post to Facebook don’t necessarily coincide with business hours.
    The four best times for higher engagement rates among followers are at 4 a.m., 7 a.m., 11 p.m., and 5 p.m.
    I encourage you to approach your timing on a case-by-case basis
    Wall Posts—When & What
  • 89. Offer something to just your Facebook fans
    They are fans of you for a reason
    Reward them for being a fan
    Make it something distinctive
    Unique enough to stand out above the rest
    Make it share worthy
    The more sharable the more likely it will be a better event
    Events are fun
    The more fun they have the more likely they remember you when shopping
    Events
  • 90.
  • 91.
  • 92. “Let the Savings Begin”
    “When Did Liking Someone Ever Pay Off”
    “When Did Liking Someone Ever Pay Off”
  • 93.
  • 94. Facebook Fan Offer Only
    Ran right after a Contest
    High visit and user rates
    Offered a greater discount to Facebook fans than the public.
    Reward them for being a Fan of your page
    Made it time sensitive.
    This will increase customers to visit page.
    Deal Share
  • 95. Deal Share (one day insights)
  • 96. Interaction
    750 Impressions
    650 Impressions
    Deal Share
  • 97. 127% Increase in New Likes after month one
    112,539 Post Views
    1% Post Feedbacks
    140% More Average Monthly Active Users
    4% of Fans Have Bought
    20% of Deal Shares Redeemed in less than 24 hours
    Average ticket of $1900
    2.3 times higher than the national average
    $800 higher than their average ticket
    24 times the unique votes cast for Room Makeover than entries
    Black Friday Promotion
    95% Advertising Return
    2nd Highest Month in Connell’s history during Room Makeover Contest
    4% of the unique visitor's from Facebook to the website
    Third highest traffic source to Connells Website behind:
    Direct URL
    Google
    Facebook/Bing
  • 98. Facebook Tips
    Slow and Steady Wins the Race
    Find Quality Fans
    Offer Promotions and Discounts
    Post Interesting and Valuable Content
    Provide Excellent Customer Service
  • 99. 2011 R&A Round Table
    Social Media 101:
    How to Profit from Social Media
  • 100. Round Table Discussion #3
    Strategy
    What is the best way you can generate traffic and revenue from your social media outlet?
    Take the best marketing idea you ever had and apply that to using that in social media?
    What is the best way to get your social media objectives done?
    Inside?
    Outside?
    Combo of both?
  • 101. 2011 R&A Round Table
    Social Media 101:
    How to Profit from Social Media
  • 102. 2011 R&A Round Table
    apps
    This whole Facebook thing just got a whole lot easier.
  • 103. Nielsen Reports | 2010
    Each month the average person views 1,050 pages and spends 25 hours month online
    Two-thirds of the global internet population visits social networks
    More than half of the U.S. population over age 12 have set up a social network
    Social Networks/Blogs account for one in every four and a half minutes online
    Facebook has over 600 million users
  • 104. PracticaleCommerce.com
    On average, Fans spend an extra $71.84 they would not otherwise spend on products they describe themselves as Fans
    Fans are 28 percent more likely than non-Fans to continue using a specific brand.
    Fans are 41 percent more likely than non-Fans to recommend a product.
  • 105. apps
    Fan Offer
    Convert visitors into fans of your Facebook page by rewarding them with an exclusive coupon or invitation to a special event.
    Upload a custom image and text to entice visitors and a second image that only fans of your Page will see. The app's flexibility allows you to change the promotion and images in seconds.
  • 106. apps
  • 107. apps
    Email Sign Up
    Create contact forms, online surveys, and invitations to capture valuable information directly from your Fan page.
    Optional fan gating feature helps grow your fan count. This app enables you to embed easily customized content capture forms for registrations, newsletters, or other information.
  • 108. apps
  • 109. apps
    Sweepstakes
    Launch a sweepstakes on your Facebook Page in minutes with this all-in-one app.
    We take the guesswork out of the Facebook sweepstakes process with simple features that allow you to upload custom images and text to entice visitors to enter your sweepstakes through an easily customizable form that you control.
  • 110. apps
  • 111. apps
    Deal Share
    Create and launch a viral deal on your Facebook Page where you can set the number of registrations required to unlock a group discount.
    Customizable deal settings (timelines, participants, price) allow for complete flexibility, and easy editing tools enable custom deal design and share settings.
  • 112. apps
  • 113. 2011 R&A Round Table
    apps
    $50 with a creative package
    $50 plus creative with no package
  • 114. 2011 R&A Round Table
    Q&A